White Stuff, a British fashion and lifestyle company, is expanding internationally and expects to treble its wholesale business size in the next four years. The brand is launching in the US this summer.
White Stuff announced in a statement that it will launch this month in seven US states: Illinois, Indiana, Ohio, Michigan, Iowa, Wisconsin, and Minnesota, through a number of wholesale retail partners.
There will be a carefully chosen assortment of White Stuff’s womenswear available at about eighteen small and medium-sized independent US retailers. Notable items include the brand’s “Sophie” and “Annie” shirts, “Rua” dresses, and “Nelly” t-shirts.
The action comes after a fruitful trial with Chicago-based wholesale partner Showroom Code in two states, Illinois and Michigan, which it said “delivered strong sales and positive feedback from customers.”
White Stuff stated that by keeping the growth modest, it will enable the business to “test and learn,” with the goal of expanding into large department stores across the nation and increasing the product offering to include menswear.
Through partnerships with independent local merchants who pre-order product straight from White Stuff to sell through their own stores and platforms, the company has been able to reach a bigger audience thanks to its wholesale operation. It claims that by using this technique, it may test its product in new markets without having to make substantial operational investments.
Now, with 410 active partnerships across the UK, Ireland, France, Germany, the Netherlands, Czech Republic, Greece, Canada, and New Zealand, wholesale accounts for about 8% of the brand’s total sales.
White Stuff has seen record sales in its wholesale division over the last year. As part of its ongoing transformation strategy to modernise the brand, attract new clients, and “become more relevant to more people,” the company now plans to double the size of its wholesale division over the next four years.
